Using and Getting the Most Out of Email Marketing

Email marketing is a powerful tool. When used correctly, it can entice customers back into your salon, inform clients of new promotions or let your regulars know about changes in opening hours, staff members or retail products.

However, we are all aware of inboxes getting flooded by junk and spam. We have collated below our best tips for using and getting the most out of email marketing, ensuring your messages get sent on time, opened and most importantly read!

Email Best Practice

When creating email templates, here are a few things to consider:

  1. Send emails from a salon address – many of us are put off opening emails sent from names we do not recognise.
  2. Ensure your subject line is short and concise, telling the recipient why they should read your message. Many mobiles only show the first four to seven characters, so keep this in mind.
  3. As the subject line is filtered by email companies looking for junk mail, you should avoid using exclamation marks, capitals letters or phrases which may get rejected by your client’s inbox, such as ‘percent off’ or ‘reminder’. Suggested subject lines include: ‘Your discount enclosed’, ‘Check out our new products’ or ‘June Newsletter’.
  4. As mobile phones show a preview of your email, you should make sure this is interesting and engaging from the outset. Referring to the client by name will reassure them that the email is for them and using call-to-action words will help them understand what to do, e.g. ‘Hi Jane, have you seen our newest range of gel polishes? Book now and pick any one of these fabulous shades for your next manicure.’
  5. Once you have established a timetable for sending your emails, stick to it! If you send emails on a regular basis, clients will begin to look out of them, giving them a better chance of being read.
  6. No one likes reading long chunks of text on their phone, and as 54% of emails are now being read on mobile phones according to Litmus “State of Email” study in March 2017, ensure your email format is mobile friendly and keep the message short and to the point.

How to Use Premier Software’s Email Marketing

Once you have decided on the content of your email, your software can take control of the rest.

Simply upload your email template under your document templates tool in Manager. You can then decide who to send that email to in your marketing selection. Criteria can be filtered by a variety of factors including age, gender, spend, when last visited, what staff member they see, the appointment booked or if they have outstanding vouchers, courses or packages.

Your software will generate a list of clients who meet the requirements and send them an email, text or letter depending on your contact method of choice.

It really is that simple. So, what are you waiting for?